Do’s and Don’ts of Creating Digital Experiences

Getting digital experience right is critical not for the success of the actual technology involved, but for the success of the businesses that stand behind digital experiences. We know great digital experiences when we see them but creating them is very difficult. The moment we lower expectations, the risk of incomprehensible and exasperating experiences increases. Avoiding that sorry situation requires a maniacal effort and requires constant adjustments. Below are several important guidelines to follow when creating digital experiences. There is no perfect user experience, but we can get close. After all, users pay our salaries. Through design thinking elements empathize, define, ideate, prototype, test the product team becomes the proxy for the non-present consumer and gains a theory around their needs. Consumer’s actual needs only come across through usage data, so instrumentation, metrics, constant evaluation, and tuning are critical. Digital professionals must evaluate the experience themselves rather than relying on business-driven decisions.